Five things the dog people did well – and how you can apply to your association.

1. They had a compelling story.

The van was stolen from the hotel parking lot without realizing three beautiful huskies were in the back seat.

The dog parents were upset.

They were guests in our town.

What would happen to the innocent dogs?

It was a classic battle of good versus evil.

(What story do you offer your members to inspire them to step up?)

2. They used images to showcase the emotion of the story

The dogs were adorable.

The dog parents exhausted with worry and searching.

The reunion of two dogs and then the third – such joy!

Great photos are priceless and emotion sells.

(What do the photos you share say?)

3. They used multimedia to share their story.

The original article that ran in the Ann Arbor paper included a video of the owner calling his dogs his babies.

If the words didn’t get you, the video sealed the deal.

Several people created flyers to assist the search.

Used photos of the dogs.

Made them easy to share via PDF.

And to post in the area.

With just click the word could spread – and it gave everyone the opportunity to do something.

(How many ways do you tell your involvement story?)

4. They worked social media.

A Facebook group, Find Theresa’s Dogs, was set up almost immediately.

One or two people served as group moderators.

As people joined the conversations, they were encouraged to share with their friends.

There were frequent updates on search progress.

Latest locations.

Who was driving what.

Results of sightings.

Anyone watching the page was drawn into the story – and invited to participate.

People from around the country wanted updates.

Prayed for the dogs.

Offered suggestions.

It was a community quest to find those dogs!

(What is the conversation like with your social media efforts?)

5. They gave everyone the opportunity to feel like a hero.

Whether you were on the street calling the dogs names or across the country offering ideas, you felt like you were part of something important.

Taking on the evil of the world to help bring those dogs home.

Touching the hearts of thousands.

(Do your members feel like heroes when they help you?)

These are just five of the strategies the folks trying to find Theresa’s dogs did well to fuel their geometric rate of engagement.

There are many more.

How does your association compare?

Update: Originally I promised one more post about this experience. There is another big lesson in the aftermath; however, it’s not writing easily – which means it’s not ready to be shared yet. I may circle back n the future.